Animated ampersand aims to revitalise 130-year-old Raine & Horne brand
Real estate agent Raine & Horne has launched a multi-platform media campaign to ramp up its 130 year old brand.
The ‘Raine & Horne & You’ campaign created in collaboration with advertising agency Muscle Marketing and animation agency FSM brings the brand’s signature ampersand to life in a campaign including four animated TV ads. It also runs across digital and local area marketing activities, and includes a campaign URL and dedicated YouTube channel.
Raine & Horne CEO Angus Raine said the driving force behind the campaign strategy is the company’s vision statement that embraces positive partnerships and focus on the customer.
National marketing and communications manager Kit Bashford said: “In a market where every agent is saying the same things, and often focusing on themselves in their approach to marketing, we are differentiating ourselves and connecting with customers in a unique way.”
The 15 second animated TVCs focus on four themes, Trust and Bashford said they can be adapted to deliver new themes in future.
The campaign is the second to be launched by a real estate brand in recent days. A fortnight ago, Ray White repositioned around the “Know How” message.
Pretty clever idea!
User ID not verified.
Nice, very nice
User ID not verified.
I thought this story was a follow up of Ray White’s campaign launch (from last week). I didnt realise this was about R&H until the fourth paragraph:
Mission(s) accomplished?
Karen Hall, Ray White’s chief of marketing, said in a press release: “Research showed us that Australians were weary of vague, flowery statements by real estate brands and that they’d prefer examples of tangible, distinct value. We were not surprised to find most consumers cannot differentiate brand value offerings across our industry.
Raine & Horne National marketing and communications manager Kit Bashford said: “In a market where every agent is saying the same things, and often focusing on themselves in their approach to marketing, we are differentiating ourselves and connecting with customers in a unique way.”
User ID not verified.
It’s cute, I think it will have good cut-through with women in particular and is completely different to the competition. Nice work!
User ID not verified.
They should have taken it one step further and re-branded Raine & Horny
User ID not verified.
I think the QR codes should be bigger and there should be more of them
User ID not verified.